All middle-aged men have the need to be in control of every situation they encounter. Every problem they are faced with, they need to overcome, and when things go haywire, they experience a feeling of indignation. One of the biggest frustration men experience is working in a dark place with no means to see. The concept is for PETZL headlamps to give control back to these men, creating the means for these men to see. The target audience for this campaign is true South African middle aged men, with the desire to have control in the dark.

The campaign consists of 5 phases. During the 1st Phase, the target audience will receive a Perspex Scattering Lens and response card, which will be sent back to the consignor. The Perspex Scattering Lens, which is easy and user-friendly, is designed to be attached to the front of the headlamp, which will enable the light rays to shine in different directions. The distribution of light will cause the light to be weaker, but alternatively will light a bigger area, which is perfect for tasks like reading in the dark. During Phase 2 of the campaign, it is required that the response cards be sent back to the consignor. Once the response card is sent back, the reader will receive a brochure and water flask. Phase 3 consists of the sending of the brochure and water flask. Within the brochure the reader will find an invitation and entry form for the PETZL competition. The 4th Phase of the Direct Mailer Campaign will include the PETZL competition, which is divided into three parts. Firstly on the agenda is a treasure hunt, where participants will have to search for fishing gear in different dark environments. During the second part the men will have to ensemble their fishing rods, and catch the most possible fish in 3 hours. Lastly the men will take place in a social event, during which they will have a traditional South African Braai. During this part of the competition the winners will also be announced. The winners (teams consisting of 3 men) will receive a 50% discount coupon on any PETZL gear. During the 5th and last Phase photos of the event will be posted on Facebook, as well as coupon codes and special offers.